Airbnb marketing spend up sixfold as revenue tops $1bn | WARC | The Feed

Airbnb's marketing spend has increased sixfold following the disruption from the coronavirus pandemic, though its share of revenue is lower than pre-pandemic levels according to the latest company reports.

Why it matters

Airbnb has vocally shared its change in strategy as a result of the coronavirus pandemic, having shifted away from performance marketing and towards being more PR- and brand-focused. As a result of this shift, it expects its lower marketing/sales ratio to last in the future as well.

Takeaways